Monday, February 28, 2011

DOOH Doubles to $5.2B by 2016

DOOH spending is predicted to double by the year 2016. MagnaGlobal Advertising's 2011 Forecast suggests that spending in digital out of home will grow from $2.6 billion in 2011 to $5.2 billion in 2016. This represents an average growth rate of 15.2% over the next five years. Annual growth rates for DOOH came in third behind, front runners Online Video at 19.6% & Mobile Advertising at 19.4%.

MagnaGlobal points to obvious reasons like the increase of inexpensive digital screens & lower costs to connect to the internet as contributions as to why digital outdoor advertising is growing so rapidly. This has led to a more competitive environment that allows DOOH suppliers to provide more content, in more places. As new developments in technology are introduced that allow for more efficient processes, the cost of delivering dynamic digital content will be reduced for suppliers.

A note of interest, is that the forecast points to the fact that "Interaction with mobile devices, especially with short code messages, has made the medium more engaging for consumers as well." This means that advertisers can maximize the performance of their ad campaigns if they are able to harness the power of digital out of home and mobile in a innovative campaign that grabs consumers attention.

Another interesting point is that MagnaGlobal suggests that the sector's growth is partially constrained because of localization, however when marketers integrate mobile devices they are able to make advertisements more relevant to consumers. This type of experiential advertising tactic that adds mobile into the activation allows companies to connect with consumers in real life enriches the brand experience and multiplies social media currency.

Also cited as a factor in the constraint of growth in the DOOH sector, is the lack of the medium's ability to bring more advertisers to the table that value measurement as a key facet in assessing an ad campaign's performance.

However, as evidenced by award winning mobile campaigns, when marketers combine mobile apps, smart phone devices, or online gaming with a much larger OOH campaign, the Mobile DOOH medium becomes a measurable, real time metric that can deliver relevant dynamic content to consumers based on their geographical location.

Thursday, February 17, 2011

Food or Beverages Freemiums Are Effective for B2C

Coffee or other beverages and the idea of a free giveaway or perceived "value" to the consumer can also be effectively used for B2C interactions as well.

Beverage Backpacks with branded cups give out by were used with ice coffee in Los Angeles to target consumers around the Staples Center with this experiential initiative.

B2B Experiential Marketing Creates Lasting Impressions

Connecting with customers in B2C or B2B marketing at any level is always the question. USA Today choose a unique approaching delivering a gourmet coffee break directly to their clients.

Brand Marketers served up French Roast and Hazelnut Coffee is custom created USA Today “Book List” tumblers the clients could keep. 

The packed room smelled like fresh brew coffee and delicious muffins as USA Today Brand Ambassadors and client mingled.  
This program targeted the audience and gave them an experience, with a take away that carries much more weight then a standard direct mailer, sales call or other traditional method.

Wednesday, February 16, 2011

Lupe Launches Lasers with QR Campaign

These days many marketers struggle to embrace technology that harnesses the power of merging social media with the real world. Recently, Swirl Integrated Marketing in San Francisco used a giant QR code broadcast outdoors to promote recording artist, Lupe Fiasco's new album called 'Lasers'. With executions in San Francisco and New York that included a laser light show, videos projected on buildings and a mobile application called RedLaser that allows the Hip Hop star's fans to pre-order the album that is released commercially on March 8, 2011.

This interesting use of dooh that effectively uses social media and mobile technology to increase online sales is a very powerful marketing tool that should be utilized more frequently in advertising campaigns. This activation is a perfect example of how a digital out of home campaign can be a cost effective catalyst to a much larger integrated marketing effort that synchronizes with all other traditional media.

This same QR code has since been seen as Lupe Fiasco's twitter avatar, an interactive billboard and even wild posting stickers on the streets of NYC. It shouldn't be long before we start seeing quick response codes everywhere, however this unique campaign from an independent recording artist brings together the use of social media, mobile smart phone technology and digital out of home placed media in an experiential advertising campaign that is so far ahead of most campaigns by most major advertisers who are still trying to understand how to integrate social media and mobile technology so efficiently.

Tuesday, February 15, 2011

What Is The Future of DOOH?

Does anyone of us know the future of placed based digital out of home media buying? Recent consolidations and mergers in the place-based advertising industry might suggest that Bigger is Better. But, Is it really?   Some people might argue that 'smaller DOOH networks and non-DOOH networks of various sizes have a better chance of delivering real, substantive value to the end user than big DOOH networks do.' 

If  these smaller DOOH networks are interactive or have the ability to improve merchandising at retail to enhance shopper experience or if small hyper-local, niche sized DOOH networks are enhanced to deliver relevant content to nearby users to drive pedestrian traffic into a store then maybe they might stand a chance competing against the much larger DOOH advertising networks. So, how do these smaller DOOH networks fair against the mobile landscape? Can they even survive against 'location-based mobile marketing services that offer unprecedented relevance and reach.'?